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Chapter Five

CONSUMER MARKETS AND CONSUMER


BUYER BEHAVIOR

Copyright © 2009 Pearson Education, Inc.


Chapter 5- slide 1
Publishing as Prentice Hall
What have you recently purchased
that cost over 5000? What are the
reasons for purchasing particular
item

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 2 2
Model of Consumer Behavior
Consumer buyer behavior refers to the buying
behavior of final consumers—individuals and
households who buy goods and services for
personal consumption

Consumer market refers to all of the personal


consumption of final consumers

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 3
Characteristics Affecting
Consumer Behavior
Factors Influencing Consumer Behavior

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 4
Characteristics Affecting
Consumer Behavior

Culture is the learned values, perceptions,


wants, and behavior from family and other
important institutions

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 5
Characteristics Affecting
Consumer Behavior

Subculture are groups of people within a


culture with shared value systems based on
common life experiences and situations

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 6
Characteristics Affecting
Consumer Behavior
Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values, interests, and
behaviors
Measured by a combination of occupation,
income, education, wealth, and other
variables

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 7
Characteristics Affecting Consumer
Behavior
Social Factors

Family is the most


important consumer-buying
organization in society
Social roles and status are
the groups, family, clubs,
and organizations that a
person belongs to that can
define role and social status

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 8
Characteristics Affecting Consumer
Behavior
Personal Factors

Age and life-cycle stage

◦Youth: younger than 18


◦Getting started: 18–35
◦Builders: 35–50
◦Accumulators: 50–60
◦Preservers: over 60

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 9
Characteristics Affecting Consumer Behavior
Personal Factors

Occupation affects the goods and services bought by


consumers
Economic situation includes trends in:

Personal Interest
Savings
income rates

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 10
Characteristics Affecting Consumer Behavior
Personal Factors

Lifestyle is a person’s pattern


of living as expressed in his
or her psychographics
Measures a consumer’s AIOs
(activities, interests, opinions)
to capture information about a
person’s pattern of acting and
interacting in the environment

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 11
Types of Buying Decision Behavior

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 12
Types of Buying Decision Behavior
Four Types of Buying Behavior

Copyright © 2010 Pearson Education, Inc.


Chapter 5- slide 13

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